Discussion 2

CHAPTER 9

Advertising and Age, Sexual Orientation, and Ability

Marginalized or Mainstreamed?

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in At that moment, I realized that from the standpoint of advertising and corporate pe America, I was a dead man walking. 49

of-Jerry Della Femina, on his 50th birthdayaa ter Se! bal

What makes a target audience attractive to marketers? Of course, an audience must be pee a good match for a product. But beyond that, many marketers are attracted to audiences that are large in number, that spend a lot of time with mediated content (both traditional and online), have a high amount of disposable income, and are not brand loyal but open to livi1 new products and brands. Would you be surprised, then, that advertisers ignore several of PW market segments that meet these requirements? Uni

The previous two chapters set the stage for seeing that the dominant view of people Uni1 who are targeted by Western advertising is young, thin, and Caucasian. In this chapter, per we discuss three groups of people that 10 years ago rarely appeared in the media-in Mar either media content or advertising. Today. the media is more open to presenting older web people, people who identify as lesbian, gay, bisexual, and transgender (LGBT), and per­ A sons with disabilities (PWDs). This discussion begins _with consideration of major LGB" demographic changes occurring in the United States and, to some degree, throughout StatE the world. whic

Advertising has traditionally reflected an overall youth bias (Bradley & Longino, 2001). buyi1 Youth culture stresses, among other things, the importance of an individual's physical trenc appearance to his or her self-concept. As people age, the importance of physical appear­ 2010 ance to one's self-concept generally diminishes. and one's self-concept becomes based on chan: values such as achievement, comfort, and security (Bradley & Longino, 2001). caugl

Youth bias in.A�erican culture may have started with flappers in the 1920s, trend­ WI setting young people from well-off families who spent a lot of time enjoying social life. and tt

134

135 CHAPTER 9 Advertising and Age, Sexual Orientation, and Ability

Flappers lived what seemed to be a glamorous, carefree life: a life that many might aspire to and that became an attractive market.

Throughout most of the 20th century, younger people spent a lot of time trying to find the newest, trendiest products before they would settle down in their 20s and 30s and buy homes, furniture, and appliances (Lee, 1997). Youth culture is not limited to the United States: Advertising in 1960s United Kingdom often focused on British youth culture as popular trendsetters. In the late 20th century, Japanese youth culture created global interest in anime and the kawaii culture that captures childlike innocence in products and mes­ sages for younger adults.

Conventional wisdom suggested that moving out of one's youth into adulthood meant that one's set of spending patterns became fixed. Instead of shoes and beer, purchasing focused on babies' and children's clothing, saving for college education, and planning for retirement. By the time people reached middle age, conventional wisdom stated, they ha(! bought all that they needed to buy (Lee, 1997). If these people did try new things, they would be open to purchasing products marketed to youth, although the opposite is not true.

However, this cycle is changing as demographics around the world also change. One influence is the influence of baby boomers. T.he baby boom population is made up of people who were born between 1946 and 1964; today, in 2013, baby boomers range from 49 to 67 years old. When baby boomers first came into their own in the 1970s, a number of products and campaigns were targeted to the boomers. Not only was the boom large in terms of sheer numbers, but baby boomers also tended to be one of the most affluent segments in history, and they were not ·conservative in their spending habits. Moreover, baby boomers continue their spending ·habits and are not as set in their ways as some people anticipated. be

Another group that has experienced significant growth are PDWs. es A disability is defined as a restriction in the ability to perform a normal activity of daily ,al

living that someone of the same age is able to perform. There are more than 55 miilion to of PWDs in the United States, about 18 % of the U.S. population (United Nations, n.d.). The

United Nations estimates that there are more than 650 miliion PWDs internationally. In the

le United States, PWDs spend more than ave-rage consu�ers on dining out (they dine out once

)r, per week) and travel more than other consumers. They also spend more time with media.

'n Marketers, though, rarely picture PWDs in advertising or target media content (including

er websites) to this group. r­ A final group that has often been ignored are individuals who identify themselves as >r LGBT. There are more than 15 million individuals who identify as LGBT in the United It States. Globally, some estimate that about 10 % of the population identifies as LGBT,

which suggests that the size of the market is over 650 million people. Estimates on LGBT ). buying power exceed $2 trillion (PFLAG, 2006). The LGBT population are restaurant ii trendsetters and dine out more than the average American (Community Marketing, Inc.,

2010). While specialized publications have targeted this community for years, societal 1 changes are raising the profile of the community in recent years. But have advertisers

caught up? While each group will be examined separately, the overall implications of these groups

and their out-of-the-spotlight status suggest several similar intended and unintended effects.

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136 CONTROVERSIES IN CONTEMPORARY ADVERTISING

ADVERTISING AND ELDERS

Ho and Lambier (2010) report that there will be more than 2 billion people worldwide over the age of 60 by the year 2050. Many older adults have money to buy what they want and are either at the top of their earning power or living comfortably on their retirement incomes. They have more time to consider purchases than consumers with young children do. Most older adults have the ability to be exposed to many different types of media to learn about a range of products and services.

American culture has been criticized as having a blatant disregard and disrespect for older people (Tupper, 1995). These attitudes have been influenced by a number of factors. Historically, immigration from other countries to the United States is done by young people who leave the elderly behind. This lack of a tie with older adults may contribute to general disregard for older people. The United States is one of several countries founded on prin� ciples of individualism, independence, and autonomy. As people age, they may have to give up some of these valuable freedoms and therefore may not.feel part of society. Mobile populations have an effect: As children grow up and move away from their parents, family ties can often be loosened. As with mass immigration, the value of the wisdom of the older generations becomes less important to society. Finally, medical advances keep people liv­ ing longer, which suggest that death is now associated primarily with elders.

Globally, different societies value their elders differently. In Europe, many products and services are directed toward older adults. who are portrayed in European advertising as accive and fun-loving people (Clark, 1988). Asian cultures embrace the idea of filial piety, the notion of complete and total respect for our family, especially elders (Buchbinder, n.d.). ln Latin cultures, the concept offamilia suggests that the extended family is as valued as the nuclear family. Ubuntu is an ancient African worldview based on the primary values of intel).se humanness, caring, sharing, respect, compassion, and associated values, ensuring a happy family and community (Broodryk, 2002).

ln the United States, older people are generally absent from our mass media. When they do appear in commercials for mass-marketed products, older people can be stereotyped and mocked (Figure 9.1). Who has not parodied commercial lines such as "I've fallen and 1 can't get up" and "where's the beef." In the United Kingdom, only 5% of TV advertising shows images of mature people. Of those who appeared, the majority were either comic characters or characters portrayed as decrepit and aging ("Old Is the New Co6l," 2005).

The primary categories where older adults appear are financial services, food, and health.

Elders are often portrayed as retired or as persons planning for retirement (Gardner, 2000). Elders tend not to be seen in the workplace or out with large groups of people but at home thinking about the immediate future and their financial needs. Often, such portrayals may generate a sense of uneasiness, as viewers compare themselves to the older adults in the ad. For example, viewers of an ad may ask themselves, Am I doing better than them?

Elders are seen as having different attitudes from youth and are often seen as more set in their ways than other groups This stubborn attitude directly reflects the industry's view of older adults as people who are not open to new ideas and are fanatically loyal to their brands; therefore, advertisers should not bother marketing to them (Dychtwald,

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CHAPTER 9 Advertising and Age, Sexual Orientation, and Ability 137

Figure !1.1 Ildersare often mocked in advertising messages, such as in this ad for Combos.

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ndaa 9.2). However; more than 50% of the mature market are keen to try new things, and they

ngaa are in fact no more brand loyal than any other age group ("Old ls the New Cool," 2005). lieaa One final representation was seen by the AARP (formearly, the American Association of

Retired Persons): many ads characterize old people as sick, feeble, infirm, deaf. confused,

1d or perhaps even socially isolated (Figures 9.2 and 9.3). Of course, many such portraayals suggest that the situation can be addressed by the purchase of a product. Picturing a group· as less healthy than other groups can have devastating effects on that group, as we will con.Sider further in the next section.

Persons With Disabilities

As previously mentioned, the Americans with Disabilities Act defines a disability as a condition that limits a person's ability to function in major life activities-including

communication, walking, and self-care (such as feeding and dressing oneselt)-and that is likely to continue indefinitely, resulting in the need for supportive services. Four general

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138 CONTROVERSIES IN CONTEMPORARY ADVERTISING

Figure 9.2 This computer suggests that technology is too complex for elders and that physical disabilities limit how elders use certain types of technology.

WOW ... A Computer Designed For YOU,

Not Your Grandchildren!

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categories of disabilities exist. including mobility impairment (inability to use one or more extremities or lacking strength to walk, grasp, or lift objects); cognitive impair­ ment (such as learning disabilities and mental retardation); hearing impairment; and visual and/or speech impairment.

In the United States, there are 54 million PWDs over the age of 16 and another 23 million parents with at least one child between the ages of 5 and 16 who has a disability (Vogel, 2006). The World Health Organization (WHO) reports that around IO% of the world's population. or 650 million people. live with a disability. and as a result. they are the world's largest minority (WHO. 2005). The International Labor organization reports that many PWDs are successfully employed and fully integrated into society. In the United States. PWDs have a buying power of $200 million every year on food. electronics. health and beauty products, home goods, and much more. However, PWDs can also face employment

discrimination and. as a result. unemployment and poverty (WHO. 2006). Throughout the 20th century. PWDs were absent from advertising. Farnall and Lyons

(2012) created a definition to evaluate portrayals defined as Ability-Integrated advertising (/I.I adverUsing): an advertisement containing an individual with a physically notable

CHAPTER 9 Advertising and Age, Sexual Orientation, and Ability 139

. Figure 9.3 This ad for the prescription drug Lyrica shows an elder with widespread muscle pain due to fibromyalgia, a condition suffered primarily by baby boom women.

disability. In 2012, they reported that 29 out of 1,671 prime-time commercials analyzed included images of disability. Although the raw number is only 1. 7% of the total sample, it represents a 200 % increase over 1999 totals. The portrayals were much more likely to be

major characters than background roles, and the disability depicted in the commercials tended to be from a more diverse set of conditions than it was in the late 1980s. Based on an approximately equal sample of television programming, the ability-integrated adver­

tising appeared more frequently on cable channels (52 % ) than network channels (39 % ) (Farnall and Lyons. 2012). Companies that have featured PWDs in their ads include Pepsi

(a humorous ad featuring an in-joke among deaf people), Nike (ads feature athletes com­

peting in the Paralympics, an athletic competition for people with disabilities), and Lib­ erty Mutual. Liberty Mutual's "Responsibility. What's Your Policy?" campaign contains a

pay�it�forward message that demonstrates the infectious nature of doing the right thing

(Elliot, 2010). In 2010. a series of ads created by U.S. ad agencies called "Think Beyond the Label" was

designed to help people address their own conceptions about hiring PWDs (Figures 9.4 and

9.5). The humorous ads challenged the conventional wisdom about workers with disabilities

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140 CONTROVERSIES IN CONTEMPORARY ADVERTISING

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by offering examples of people with "differences" who already worked at a company For instance, one a television commercial featured a worker in a wheelchair who points out her colleagues who "you could label as 'different.' " Among them are a woman dressed in a wardrobe of clashing patterns, who is "fashion deficient"; a klutzy young man at the copier, who is "copy incapable": and a man who speaks very loudly and suffers from "volume con­ trol syndrome." The commercial ends with the wheelchair�bound worker admitting she is impaired as well: she is labeled "coffee-making impaired." A print ad featuring a worker who is "dancing impaired" provides copy that reads, "Jusrbecause someone moves a little differ� ently doesn't mean they can't help move your business forward. The same goes for people with disabilities." The television campaign featured a physically impaired actress, Alana Wallace1 who is an advocate for people with disabilities, as well as a performer. Whether such efforts have an effect on how the disabled are viewed is yet to be seen.

Lesbian, Gay, Transgender, and Bisexual Populations

Many m·arketers consider the LGBT consumer market to be a "Dream Market" because of the belief that these consumers represent a sizable market segment possessing relatively

Figures 9.4 a:nd 9.5 The Think Beyond the Label campaign challenged mainstream _ perceptions of PWDs.

CHAPTER 9 Advertising and Age, Sexual Orientation, and Ability 141

large amounts of disposable income (Oakenfull, McCarthy, & Greenlee, 2008). These con­ sumers are also highly aware of brands' social orientation: 87% of LGBT adults would consider purchasing a brand whose parent company has equal benefits for LGBT employ­ ees (compared to 75% of non-LGBT consumers). About a fourth of LGBT consumers switch products brands because a different brand was supportive of the LGBT community. In addi­ tion, 47% of LGBT adults purchase a company's products or services when an advertise­ ment has been tailored to an LGBT audience.

While media targeted to the LGBT community exist (publications such as The Advocate and Out, the cable TV network LOGO, it has been estimated that more than half of the LGBT population in the United States may not be exposed to LGBT media of any kind (Poux. 1998). Ads in these vehicles may not necessarily have specific LGBT content. One interest­ ing stu/iy (Phillips, 2010) of advertising content, LOGO found that mainstream ads made up the bulk of all ads on Logo (59 % of total ads). Gay and lesbian ads accounted for 39 % of the total, yet nearly all LGBT ads were promotional ads for content on LOGO

Why don't more ads feature LGBT individuals? More than 90 % of gay men and 82 % of -lesbians report�dly read mainstream magazines. Perhaps because a 2006 study fromoo marketing firm Fleishman-Hillard found that 24 % of heterosexuals would be less likely tooo purchase a new or everyday product if a company used gays and lesbians to market oroo promote it (Fleishman-Hilliard, 2012). In addition, the.trend that some brands are reluc­ tant to advertise to homosexuals in the mainstream media is fueled, in part , by concernsoo of a backlash from members of the non-LGBT audience, particularly radical right or reli­ gious m0vements.oo

Still, increasing numbers of brands target and/or show support for the LGBT communityoo including Ben and Jerry's, Orbitz, Cover Girl, Levi's, Macy's, Wrigley's, Target, and JC Penney.oo For brands, these decisions can be risky. One JCPenney spokesperson is Ellen DeGeneres,oo a popular comedienne and talk show host who is also gay. This choice was criticized by aoo conservative group called One Million Moms, which threatened a boycott. JC Penney sub­ sequently created a print cat�logue for Father's Day that featured a real-life gay couple andoo the men's sons. When One Million Morns followed through on their boycott, JC Penneyoo found that they were gaining new customers who shopped at the store in support of theoo messages. Another retailer, Torget, marketed t-shirts in support of marriage equality. Thisoo effort, t�ough, was in response to criticisms that Target's CEO backed a conservative, anti­ gay Republican gubernatorial candidate (Moore, 2012). The t-shirt promotion was expectedoo to raise up to$ I 20,000 for the Family Equality Council, a Washington-based group that isoo part of a Minnesota coalition pushing to defeat a state constitutional amendment againstoo marriage equality. The effort was organized by Target employees and their allies.oo

Brands advertise to show support online as well. In 2012, Oreo cookies posted an imageoo on Facebook in support of Gay Pride featuring a rainbow Oreo cookie (the LGBT commu­ nity uses a rainbow to symbolize diversity�Figure 9.6). The Oreo Facebook page is one ofoo the most popular ones on the online social network site, with millions of fans who visit theoo page regularly. Oreo, owned by Kraft Foods, wanted to show their support of diversity withoo the online ad (they have no plans to actually market the rainbow cookie). While the adoo generated hundreds of thousands of thumbs up, many fans of the page posted negativeoo messages and threatened to boycott Oreos.oo

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142 CONTROVERSIES IN CONTEMPORARY ADVERTISING

Figure 9.6 The Gay Pride campaign that appeared on Oreo's Facebook featured a rainbow­ Figure colored Oreo and, as a result, generated controversy among Oreo's Facebook followers.

JUNE 25 I PRIDE

Brands take boycott threats seriously. To minirrtize threats, some advertisers reach the

LGBT community without alienating others by using the "gay window advertising" tactic. Ads composed in this manner speak to the LGBT consumer in a way that is not immedi�

ately noticeable to others, using imagery considered "gay vague" (Bergerson, Isla, Schroeder. & Thorssen, 2006). Gay vague images do not highlight same sex relationships: CONSEO an ad could feature a group of people who may be considered "just friends" (Figure 9. 7). In this way, advertisements generally avoid explicit references to heterosexuality by only Th, featuring one individual or individuals of the same sex. In some ads, the model or mod� tisi els in the ad depict sexual ambiguity or an androgynous style (Schroeder, 2002). are According to this conceptualization, gay window ads differ both from explicit appeals urn targeting gay consumers (e.g., a gay couple) (Bhat, Leigh, & Warlow, 1998) and from per so-called implicit gay ads (Oakenfull et al., 2008), which feature unambiguous gay imag­ OU

ery (Figure 9.8). Studies show that gay window ads are readily recognized by LGBT con­ Fin sumers and may or may not be understood by heterosexual ones, depending on their car

subcultural knowledge, but if understood, they leave little space for ambiguity (Puntoni, res, Vanhamme, & Visscher. 2011).

When ads are explicit, portrayals of LGBT consumers often fall into some specific the stereotypes (Bergerson et al., 2006) including the affluent, white gay professional (Figure 9.9). Less often seen are members of the LGBT community who are of color, lower the income individu_als, and butch lesbians. However, as mentioned earlier, more companies ety, like JC Penney and !KEA are showing members of the LGBT community as families living WOI

suburban lifestyles. pee

CHAPTER 9 Advertising and Age, Sexual Orientation, and Ability 143

Figure 9.7, This ad for Bic Solei.l may suggest that the two women are friends to some and lovers to others.

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CONSEQUENCES OF INVISIBLE POPULATIONS

There are many reasons that these three groups of individuals tend to be invisible in adver­ tising messages and thus may not be considered part of the mainstream. First, many people are simply uncomfortable with people who are not like them. Younger people can be uncomfortable with older people, or a sighted person can be uncomfortable around a blind person. Brands are often afraid they will present these populations in a way that is insulting or stereotypical. which has the potential of hurting the_ brand and insulting the population. Finally. in times when budgets are tight. messages directed to these groups. which can be considered niche groups, get cut first. These choices made by marketers and their agencies result in unintended effects toward the target audience and others in society.

The lack of presence of these niche groups in advertising could have the effect of making them invisible in all aspects of society. This may be especially problematic for elderly women, who are featured much less often than elderly men in advertising, misrepresenting their presence in society (Tupper, 1995). If elders , PWDs, and LGBTo are not seen in our soci� ety, others may not consider them important in societal processes (e.g., elections) or in the workplace. Arguably. reinforcement of the invisibility of these groups can cause harm to people's opportunity for treatment equal to that of mainstream consumers (Gardner, 2000) .

.....

144 CONTROVERSIES IN CONTEMPORARY ADVERTISING

Figure 9.8 The Orbitz ad invited consumers to connect with other LGBT travelers and travel experts.

Connect with o

travelers & tr

Marginalization

The predominance of traditional portrayals of white men and women (as seen in the last few ch3pters) leave little room for portrayals that are nontraditional. The focu9 on such mainstream imagery can result in the marginalization of persons in these groups. Addition� ally, when persons in these groups are pictured, the imagery often shows one individual ratherthan a couple or a group (Chura, 2001). According to Farnall and Smith (1999), indi­ viduals who viewed positive portrayals of people with disabilities on television shows and in films were less likely to report negative emotions associated with disability images. Certainly, seeing more diverse of groups of people in advertising content will also help to address people's levels of comfort with people who are not like themselves.

These Populations Are Offended

Individuals in these groups report that they are dissatisfied with the marketing efforts and are offended by some of the portrayals that they see (Bradley & Longino, 2001). Many advertisements feature stereotypes that rarely resonate with these groups. Elders, for example,· are highly concerned with advertising's emphasis on their medical conditions

CHAPTER 9 Advertising and Age, Sexual Orientation,.ahd Ability 145

·. Figure 9.9 The ad for the Luxor in Las Vegas presents imagery of upscale men who like to pamper themselves.

(Leinweber, 2001). The apparent lack of authentidty of images that picture elders as old­ fashioned and separated from the mainstream suggests to older consumers that the adver�

,t tisers have no idea who they are or what they need. Such concerns are likely felt by other h groups as well. 1-

11 These Populations Are Devalued

i­

d Repeated exposure to commercials that carry a negative subtext may lead to the overall

devaluation of invisible groups by others in society. For example, negative stereotyping ) circumscribes elders· potential by placing emphasis on unproductive and unsuccessful

elders. This may create a self-fulfilling prophecy in which the capacities and experiences of invisible populations are limited (Vasil & Wass, 1990).

Creating Negative Expectations About Aging Among Younger People

As we have mentioned several times throughout this book, the media influence our

worldviews. Thus, how the media portray older adults is not only damaging to the older adults themselves but also to younger people. Negative stereotyping and ageism create

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SUM!

146 CONTROVERSIES IN CONTEMPORARY ADVERTISING

negative expectations, fear, and dread of aging among younger adults (Vasil & Wass, 1990), and it could as well influence perceptions of the workforce.

In SU on

THE FUTURE

,ccAround the world, advertisers and marketers are changing the way they look at these invis­ ible groups. In Puerto Rico, for example, agencies are working to change the dominant ''-.-.,..,--:,�

stereotype in mainstream media of elders as fragile and inactive, and they focus more on active elders as an important consumer segment. Advertising professionals note that stud­ ies show that elders in Puerto Rico have increased confidence and self-esteem. As popular celebrities continue to age (Figure 9. 10), it is also expected that they will appear in advertis­ ing, creating messages that may resonate with their contemporaries.

The more we see a range of people in advertising, the more individuals will be comfortable with a range of people in society. Media representations c�n be very strong in changing world� views: A study by Farnall and Smith (1999) showed that people who viewed positive media depictions of PWDs were significantly less likely to say that encounters with PWD made them angry, fearful. resentful, or concerned. They were also more likely to admire PWDs.

Figure 9.10 Madonna promotes her shoe line, targeted to women aged 27 to 50.

Ability-I adve1

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CHAPTER 9 Advertising and Age, Sexual Orientation, and Ability 147

In 2012, Toyota created an ad featuring a transgender model, Strav Strashko. The ad has been called subversive and kinky, and the translation of the voice over is, "Not in trend, not casual, not for every­ one." Not surprisingly, the ad has generated a lot of controversy around the world. But is this the

new face (and body) of edgy advertising?You can see the ad on YouTube here' http:/ /www.youtube .com/watch?feature,.;p\ayer_embedded&v=zVwJrAr7GkY.

Borgerson et al. (2006) noted that consumers read ads with different types of psycho­ logical, social, and cultural viewpoints. These can include defensive mechanisms. uncon� scious denial, and conscious refusal. A newer concept, that of straightening up, captures a

different type of viewpoint that allows consumers to avoid potentially uncomfortable read� ings, in this case, normalizing what advertisers intend. For advertisers, this finding shows

how flexibly consumers read imagery, and it may dampen fears of offending certain target markets by showing individuals out of the mainstream.

SUMMARY

Advertisers have neglected elders in advertising messages: Elders are either ignor�d or are presented as disconnected from society as a whole. However, as baby boomers age. they present an opportunity for advertisers to reconnect with a group with the financial power to make or break brands. Advertisers should consider reconnecting with elders

and understanding more about their lifestyles to create messages that best resonateewithe. •this group. . .

In the next chapter, we Will go to the other end of the age spectrum and consider adver�

tising directed to children.

Ability-Integrated (Al) Baby boomer 135 Gay window

advertising 138 . Filial piety 136 advertising 142

l.eWhat theories from Chapter 6 do you see reflected in this chapter? How do they explain someee

of the portrayals we see?'ee

2.eWhat are the issues with portrayals of these "hiding groups" from a micro, meso, and macroee perspective?ee

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148 CONTROVERSIES IN CONTEMPORARY ADVERTISING r 3. In the "Fair & Lovely" case study in Chapter 8, you were asked to find examples of productsee

that would change someone's outward appearance to have them appear part of a more desirable group. Were any of these products designed to help a person appear younger thanee

he or she really is? If so, has your perception of these types of products changed after read­ Davis,

ing this chapter?ee Haller,

Pr, 4. Sometimes, these populations are not only hidden from advertising and other media mes­ Morse,

sages, but they are also hidden from public. Do you often notice older or disabled peopleee sex

in your day-to-day life? If so, what is your immediate reaction to them? For example, Nyren.

sometimes, if we are behind an elderly person in a line at the grocery store, we feel frus­ Pullen,<

tration since we think it might take longer for them to get through the line. How wereee Thornhi

reactions like this developed do you think? Can advertising do anything to change theseee est

Weigel,reactions? VA:

5.eThe TV show Glee has a character in a wheel chair, but the actor (Kevin McHale) is not aee

PWD. In fact, New Mobility magazine named the character Artie Abrams as the Person ofee

the Year for their magazine, which is targeted to PWDs. How important do you think it is toee

have people with PWDs portray people with PWDs in media, as seen in the example in thisee

chapter? Research the response to New Mobility's choice and see how that affects youree

response.ee

6.eWhat is your reaction to the ad featuring Madonna (Figure 9 .10)? Would you consider purchas­

ing these shoes?ee

CHAPTER 9 Advertising and Age, Sexual Orientation, and Ability 149

Davis, L. (Ed). (2010). The disability studies reader. New York, NY: Routledge. Haller, B. (2010). Representing diversity in an ableist world: Essays on mass media. Louisville, KY: Advocado

Press. Morse, D. (2009). Multicultural intelligence: Eight make�or�break rules for marketing to race, ethnicity, and

sexual orientation. Vista, CA: Paramount Marketing Services. Nyren, C. (2005). Advertising to baby boomers. Ithaca, NY: Paramount Market Publishers. Pullen, C., & Cooper, M. (2007). LGBT identity and online new media. New York, NY: Routledge. Thornhill, M., & Martin, J- (2007). Boomer consumer: Ten new rules for marketing to America's largest, wealthi�

est and most influential group. Great Falls, VA: Linx Corp. Weigel, D. (2009). Dot boom: Marketing to baby boomers through meaningful online engagement. Great Falls.

VA: Linx Corp.